Martha Bracken has been with ABC for more than eight years and is the Vice President of the ABC Indiana/Kentucky Chapter. She also leads the chapter's Emerging Leaders program and works with the ABC Purdue Student Chapter. Martha graduated from Purdue University (West Lafayette Campus) with a degree in Liberal Arts and currently resides in Indianapolis, Ind.

Content marketing is the new buzzword in the marketing industry and it is important for the younger generations to understand because you can grow your career by becoming an expert. You commonly see content marketing as a way for companies that work business-to-business (B2B), especially professional service firms including in the build industry, but it is still uncommon in construction.

What is content marketing anyway? It is educating your prospects and positioning your company as the go-to company because you are the expert and a resource for your clients. When you are an expert, prospective clients seek you out and pay more for your services. This will allow you to earn more negotiated work and require less low-bid proposals. Sometimes, you do not have to compete at all because that prospect wants to work with you only.